Nescafe

Background

CBA London was given the responsibility for interpreting the new Nescafe brand identity and applying it to Nescafe’s brands in the UK. A key part of the identity’s development was a built-in flexibility that would allow local market needs to be recognised, whilst at the same time maintaining a strong and clear global identity. This would be put to the test in the UK as many Nescafe brands here are unique expressions: Gold Blend only uses the iconic gold bean in the UK; Nescafe Original is Nescafe Classic/Classico in other markets; and Azera was originated in and for the UK.

Approach

The key to navigating this rather tricky coastline, with potentially conflicting signals being received from the local market and from the international brand team was communication and transparency. CBA London and the CBA International Nescafe team in Paris worked closely together to ensure that the strategic imperatives of the new brand identity were clearly understood and that local needs could be recognised. Both sides of CBA’s Nescafe team kept their clients (UK and International) up to date with creative development and rationales so there were no surprises and the desired consistency in approach.

Creative Solutions

Nescafe’s new identity has now been implemented across all of Nescafe’s UK brands, consumer facing and also professional formats. The partnership between local and international has resulted in packaging solutions that are both clear expressions of UK variants, and distinct expressions of Nescafe’s global brand identity. The packaging is beginning to appear on shelf now and so we can start to see how the new masterbrand identity is pulling together what had been a disparate family of unrelated product brands. And, critically, we can begin to see how the Nescafe brand can consistently add value to sub-brands across the instant coffee category.

“We live in a more globalised, social world and we realized that we needed a more unified, powerful umbrella for a brand like Nescafé - a single personality that could also be expressed differently in each country.” - Patrice Bula, Nestlé's Global Head of Marketing

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